GroupM, WPP’s media investment group, today announces the findings of the Sightline Global Digital Out-of-Homesurvey on perceptions of digital out-of-home advertising, which reveals half of global audiences who have seen DOOH ads say they encouraged them to make a purchase ‘there and then.’ The study, which was commissioned on behalf of Xaxis and Kinetic, also found that two-thirds of respondents said DOOH ads had encouraged them to search for more information online.
The results of the survey also revealed that DOOH campaigns are regarded by consumers worldwide as innovative, impactful, and strong drivers of action, suggesting they can play an important and unique role in advertisers’ media strategies.
Conducted by research specialist Kantar on behalf of Sightline, the advanced DOOH solution owned by media investment company GroupM, the new study surveyed the views of 11,000 people in 11 major global markets on a variety of different advertising channels, including DOOH, to assess how this fast-growing form of advertising is perceived compared with other on and offline formats. Among its findings were that DOOH campaigns look to be powerful drivers of direct action by consumers; half of respondents who had seen DOOH ads said they encourage them to make a purchase ‘there and then’ and two-thirds said they had encouraged them to search for more information online.
DOOH ads also performed strongly against attributes more associated with brand-focused campaigns. Respondents who saw or heard each ad format in the last month were asked which attributes applied to the format. Those who saw DOOH ads in the last month were most likely to say DOOH was the most innovative format (28%) and they were second only to cinema-goers in terms of associating the format with having the most ‘creative’ ads. Perhaps surprisingly, the same number of respondents seeing TV, radio and DOOH ads (37%) cited the channel as featuring ads that were ‘entertaining’.